Product Marketing Manager - Business & Government

Summary

Anthology Inc is a leading EdTech company that specializes in enterprise learning platforms for various sectors. The Product Marketing Manager for Business & Government will own the go-to-market strategy, focusing on federal, state, and local government, as well as corporate learning markets, ensuring effective positioning and sales enablement for Blackboard's solutions.

Responsibilities

• Drive the GTM strategy across the company for BizGov to hit pipeline and bookings targets at a quarterly and annual level
• Own positioning and messaging for the BizGov segment, including distinct value propositions for federal agency buyers, state and local government buyers, and corporate/workforce learning buyers
• Develop persona-specific messaging for key buyer types across the segment: procurement officials, learning and development directors, IT security officers, agency training leads, and workforce development program managers
• Maintain and update positioning documentation to reflect product changes, competitive shifts, and evolving buyer priorities
• Partner with the VP, GTM Marketing to ensure BizGov positioning integrates coherently into Blackboard’s multi-product messaging architecture
• Lead go-to-market strategy discussions and planning for campaigns within your owned segment, coordinating with Product Management, Revenue Marketing, and Sales/CSMs to ensure high levels of conversion across all channels
• Coordinate with Product Management to understand roadmap investments and translate them into market-facing stories before launch, not after
• Partner with Revenue Marketing and Customer Marketing to ensure campaigns are built to aligned strategies with accurate, current positioning
• Own competitive intelligence for the BizGov segment: monitor competitors, track changes in positioning, pricing, and product capabilities, and maintain battle cards that give sales a credible, current edge in competitive deals
• Conduct buyer research through win/loss interviews, customer conversations, and secondary research to keep your understanding of the segment current and grounded in real buying dynamics
• Track federal and state procurement trends, compliance requirements (e.g., FedRAMP, Section 508, FISMA), and government IT modernization initiatives that create opportunities or risks for Blackboard
• Partner with the Market Intelligence team to synthesize intent signals, technographic data, and account-level research into sharper segment targeting for Revenue Marketing and Customer Marketing
• Build and maintain the sales enablement materials that equip Blackboard’s BizGov sales team to have credible, differentiated conversations with government and corporate buyers: battle cards, discovery guides, objection handlers, and segment primers
• Develop RFP/RFI response language and standard proposal sections that reflect accurate, current product capabilities and compliance positioning
• Run segment-specific enablement sessions with the BizGov sales team — keeping them current on product changes, competitive dynamics, and evolving buyer priorities
• Measure enablement effectiveness by tracking which materials are used in active deals and correlating content usage with win rates
• Support new logo and customer marketing campaigns by developing campaign assets that demonstrate Blackboard’s value in government and workforce learning environments
• Identify and help develop reference customers and advocacy relationships within the BizGov segment to align with GTM strategies in partnership with the Customer Marketing team
• Represent Blackboard’s BizGov perspective in event content, analyst briefings, and external communications as needed
• Represent BizGov in our annual user conference and other major market-facing moments, developing content and customer-facing materials that reinforce Blackboard’s narrative

Skills

• 3–5 years of B2B product marketing experience, with direct exposure to government, public sector, or enterprise workforce/training markets strongly preferred
• Demonstrated ability to develop positioning and messaging frameworks: you know what a good messaging doc looks like, and you can defend positioning choices with evidence
• Experience building sales enablement materials that sales teams want to use
• Strong written communication skills: you can write a compelling one-pager, a sharp battle card, and a persuasive solution brief without extensive revision
• Analytical mindset: comfortable with win/loss data, pipeline metrics, and making the connection between PMM outputs and revenue outcomes
• Ability to work independently and manage multiple deliverables in a lean, fast-moving organization
• Fluency in written and spoken English
• Working knowledge of federal and/or state procurement processes, compliance frameworks (FedRAMP, Section 508), or government IT buying dynamics
• Familiarity with corporate learning and development, workforce training, or skills credentialing markets in addition to government
• Prior experience marketing to federal civilian agencies, the Department of Defense, or large state workforce agencies
• Exposure to Blackboard's solutions, including Blackboard LMS, Blackboard Ally, and Blackboard Institutional Effectiveness products
• Background in a turnaround or post-acquisition EdTech environment where you had to build credibility in a segment with limited existing brand equity

Qualifications

Must Haves

• 3–5 years of B2B product marketing experience, with direct exposure to government, public sector, or enterprise workforce/training markets strongly preferred
• Demonstrated ability to develop positioning and messaging frameworks: you know what a good messaging doc looks like, and you can defend positioning choices with evidence
• Experience building sales enablement materials that sales teams want to use
• Strong written communication skills: you can write a compelling one-pager, a sharp battle card, and a persuasive solution brief without extensive revision
• Analytical mindset: comfortable with win/loss data, pipeline metrics, and making the connection between PMM outputs and revenue outcomes
• Ability to work independently and manage multiple deliverables in a lean, fast-moving organization
• Fluency in written and spoken English

Nice to Haves

• Working knowledge of federal and/or state procurement processes, compliance frameworks (FedRAMP, Section 508), or government IT buying dynamics
• Familiarity with corporate learning and development, workforce training, or skills credentialing markets in addition to government
• Prior experience marketing to federal civilian agencies, the Department of Defense, or large state workforce agencies
• Exposure to Blackboard's solutions, including Blackboard LMS, Blackboard Ally, and Blackboard Institutional Effectiveness products
• Background in a turnaround or post-acquisition EdTech environment where you had to build credibility in a segment with limited existing brand equity